After decades of lavishing clothes, cosmetics and accessories on free-spending young women, Japan's billion-dollar vanity industry has discovered the consumer of the future: the middle-aged man, the Guardian newspaper reports....

After decades of lavishing clothes, cosmetics and accessories on free-spending young women, Japan’s billion-dollar vanity industry has discovered the consumer of the future: the middle-aged man, the Guardian newspaper reports.

The original image of the middle age Japanese man, or ‘oyaji’ as they are known, is one of a a man who trudges to work in a blue jacket and slacks, a cigarette tucked in his mouth. After work, he joins a packed bar or cheap restaurants for obligatory drinking sessions with colleagues and clients, and then stumbles out for the last train of the night.

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